On the second day of the Gazette’s three-part series on Ray Mallon’s 10 years in office, Sandy McKenzie asked the Mayor about his achievements and regrets.

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BEING labelled the worst place to live in the country was the best thing that ever happened to Middlesbrough.

So says Ray Mallon, who adds the slight from Channel 4 television property show Location, Location, Location was a key factor in restoring residents’ sense of pride.

“In the old days it was people just knocking Middlesbrough,” he explained. “It did not take much for people to be critical of the town.

“That has improved significantly. There is more pride and more self-belief now.

“One of the best things for this borough in the last 10 years was the Location, Location, Location programme. As a result of it the public of Middlesbrough showed just what a deep sense of pride they have in their town.

“People showed immense pride in Middlesbrough - though it is still the case that there are some people who do not have enough pride in themselves.”

That could apply to ongoing issues with parents in pyjamas picking children up from school or drinkers flouting booze ban zones - but is less likely to refer to serial beggars who were previously a familiar sight in the town centre.

Two years after being elected, Mr Mallon set out his vision for a town built upon four pillars - environment, regeneration, business and transport.

Improving the environment included an aim to make Middlesbrough somewhere people wanted to visit - whether it be to shop, or call in at mima, Centre Square or the Dorman Museum.

He wanted the town centre kept litter-free - and even personally tackled those he saw dropping waste or throwing rubbish from their car windows.

But he also pledged to rid the town centre of beggars - as seen in the Gazette.

“Soon after I was elected there were 28 beggars in the town centre,” he recalls. “People were put off coming here to shop. By 2004 (the beggars) had been run out of town.”

Mr Mallon took direct action against one beggar - standing next to him and telling shoppers not to give him any money until he got fed up and moved away.

“We are trying to give the town more depth and breadth and we are trying to extend its offer,” explained the Mayor.

“We have 18,000 people on benefit in the town who do not apply for jobs - and 33,000 people coming into the town every day to work.”

He points to £10m technology hub Boho as a success story.

“It accommodates the new digital sector and you now have the Enterprise Zone wrapped around it with incentives for businesses to locate there,” the Mayor explained.

“You have world-class businesses, such as (games development firm) Double Eleven, based there.

“We have put forward proposals for (a £120m retail scheme at) Cannon Park. It has taken a few years to put the plans together but they will become a reality.

“Bit-by-bit, Middlehaven is being developed and more land is ready to go on the market.”

The Mayor remains focused on “rebalancing” housing stock - noting 53% of homes in the town are in the lowest council tax band.

He sees the many facets of social deprivation in Middlesbrough as the town’s biggest challenge.

But also important to him is his role in engaging with people. From January to April 2005 he attended 66 public meetings to gauge what was important to residents.

But Mr Mallon also recognises that politics is about choices - and that can mean one section of society welcomes a decision while other people are displeased.

“Only one thing is certain when you are the elected Mayor - if you hang around long enough you will be unpopular with everyone,” he said this week.

Mr Mallon said lots of people ask him if he enjoys his job. He replies it is difficult - but that “perhaps it is the aggravation I enjoy”.